Beyond gender differences: Self-concept orientation and relationship-building applications on the Internet

Abstract

Research concerning gender differences in Internet usage suggests greater interest among females in applications with relationship-building implications, and commonly refers to agentic and communal gender roles to explain such behaviors. However, a regression analysis of Web-based survey data collected from 386 respondents concerning their use of such Internet applications found that usage was better predicted when agentic (Self-Orientation) and communal (Other-Orientation) self-concept characteristics were measured rather than assumed from biological sex. With the exception of instant messaging, Other-Orientation was a positive predictor of usage rates for relational applications including email, greeting cards, and finding new friends or relationships. Furthermore, Other-Orientation either added to or superseded the prediction afforded by biological sex.